Their signs were calculated to draw customers from their competition. They held sales, lunchtime specials, Super Sundays, Special Saturdays, held contests, held dances, had outdoor concerts.
One day, when all ten pizza places/restaurants were plugging their specials and contests, Margaret Clancy, the owner of the first and best known FatLand newspaper, observed that instead of competing against each other all the time, they might instead sponsor a Pizza Days festival in which they all served their best, had eating contests and tasting events and of course a few concerts.
It didn't take long for the restaurant owners and staff to agree that this festival would benefit all of them and bring welcome publicity.
And that is how FatLand Pizza Days got started...